PROTEIN CONSUMPTION IN WESTERN EUROPE:
BREAKING OUT OF SPORTS NUTRITION?
VITAFOODS EUROPE 2016
ALEXANDER KOTTKE, ANALYST
PROTEIN CONSUMPTION IN WESTERN EUROPE: BREAKING OUT OF SPORTS NUTRITION?
Euromonitor International: Strategic Global Market Research
© Euromonitor International
2
INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS
INTRODUCTION
Euromonitor Nutrition Methodology
© Euromonitor International
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5
INTRODUCTION
Western Europe Purchases the Most Protein Globally Daily
Per Capita Daily Purchase 2015
EASTERN
EUROPE
30g
NORTH
AMERICA
WESTERN
EUROPE
38g
49g
© Euromonitor International
Retail Packaged Food ✓
Retail Non-Alcoholic Drinks ✓
Fresh Food ✘
Foodservice ✘
Sports Nutrition ✘
NHS Reference Intakes
6
INTRODUCTION
A Demi-Continent of Protein Lovers
Per Capita Daily Protein Purchase 2015
Western Europe
Average
60
49g
50
45
40
35
© Euromonitor International
Portugal
Greece
Austria
Ireland
Spain
Italy
Switzerland
UK
Belgium
Norway
France
Netherlands
Sweden
Germany
Turkey
30
Finland
Protein Purchase (g)
55
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INTRODUCTION
Bread: The Greatest Source of Protein In Western Europe
Per Capita Daily Protein Purchase by Category in Western Europe 2015
(grams)
Bread
16
19
Pasta
© Euromonitor International
5
2
5
49g
Cheese
Milk
1
Western Europe
Average
Ready Meals
Others
Retail Packaged Food ✓
Retail Non-Alcoholic Drinks ✓
Fresh Food ✘
Foodservice ✘
Sports Nutrition ✘
INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS
9
THE RISE OF PROTEIN
Sports Protein Products: Prodigious Growth
Volume Sales of Sports Protein Categories in Western Europe 2010-2015
Sports Protein RTD
4
3
2
1
0
10
11
12
Growth
2010-2015
© Euromonitor International
13
14
+99%
15
14
12
10
8
6
4
2
0
Powder Protein
(‘000 tonnes)
5
(million litres)
(‘000 tonnes)
Sports Protein Bars
20
15
10
5
0
10
11
12
Growth
2010-2015
13
14
15
+51%
10
11
12
Growth
2010-2015
13
14
15
+35%
10
THE RISE OF PROTEIN
Protein-Rich Categories Boosted by Trend
Growth
2010-2015
6
4
+28%
2
0
(‘000 tonnes)
8
10 11 12 13 14 15
Nuts
620
600
580
560
540
520
Growth
2010-2015
+8%
1,200
1,150
Growth
2010-2015
1,100
+5%
1,050
10 11 12 13 14 15
Pulses
Growth
2010-2015
4,700
4,600
+4%
4,500
4,400
10 11 12 13 14 15
(‘000 tonnes)
4,800
© Euromonitor International
Chilled Poultry
10 11 12 13 14 15
Eggs
(‘000 tonnes)
(‘000 tonnes)
Energy Bars
(‘000 tonnes)
Volume Sales of Packaged Food / Fresh Food Categories in Western Europe 2010-2015
1,850
1,800
Growth
2010-2015
1,750
+4%
1,700
10 11 12 13 14 15
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THE RISE OF PROTEIN
Who is Behind Protein Fever?
This guy...
...and others like him
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THE RISE OF PROTEIN
Who is Behind Protein Fever?
CROSS-OVER
CONSUMER
© Euromonitor International
Nonaggressive
recovery
aid
Nonoffensive
taste and
texture
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THE RISE OF PROTEIN
Who is Behind Protein Fever?
WIDER
POPULATION
Fitness and
lasting
energy
Weight
management
The good
versus
the bad
Media
coverage
and
marketing
CROSS-OVER
CONSUMER
© Euromonitor International
INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS
15
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
Enhancing the Protein Trend: Strategies
Bringing Protein to the Fore
Product Portfolio
Expansion
Category Disruption
Targeting Millennials
© Euromonitor International
 Naturally high in protein
 Prominent labelling
 Private label involved
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PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
Enhancing the Protein Trend: Strategies
Bringing Protein to the Fore
Product Portfolio
Expansion
8.8g
21g
Category Disruption
Targeting Millennials
© Euromonitor International
 Small change adds big value
 Merging with occasions
 Protein is clear selling point
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PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
Enhancing the Protein Trend: Strategies
Bringing Protein to the Fore
Product Portfolio
Expansion
Category Disruption
Targeting Millennials
© Euromonitor International
 Innovative concept
 Packaging key to disruption
 Widespread distribution
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PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
Enhancing the Protein Trend: Strategies
Bringing Protein to the Fore
Product Portfolio
Expansion
Category Disruption
Targeting Millennials
© Euromonitor International
 “Sport, leisure and everything besides”
 Brand projects strength
 Convenient, nutritious, natural
INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS
20
AN ENDURING TREND
Navigating Threats
Limits on
consumption
Trend
competition
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AN ENDURING TREND
Transforming Threats into Opportunities
Education and
regulation
Special diets
© Euromonitor International
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AN ENDURING TREND
Opportunities: Evolving the Protein Consumption Trend
Demographic
targeting
The good
versus
the bad
© Euromonitor International
High protein
No sugar added
Low fat
High fibre
Salt-free
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AN ENDURING TREND
Still Room for Mainstream Protein Category Growth
Volume Sales of Packaged Food / Fresh Food Categories in Western Europe 2015-2020
4
+25%
2
0
2015
2020
700
Growth
2015-2020
650
600
+10%
550
500
2010
2015
Growth
2015-2020
1,200
1,150
+5%
1,100
1,050
2010
2015
Pulses
4,800
Growth
2015-2020
4,600
+3%
4,400
2015
2020
(‘000 tonnes)
5,000
© Euromonitor International
1,250
2020
Eggs
2010
(‘000 tonnes)
6
(‘000 tonnes)
Growth
2015-2020
2010
Chilled Poultry
Nuts
8
(‘000 tonnes)
(‘000 tonnes)
Energy Bars
2,000
Growth
2015-2020
1,900
1,800
+6%
1,700
1,600
2010
2015
2020
2020
INTRODUCTION
THE RISE OF PROTEIN
PROTEIN PRODUCTS ON WESTERN EUROPEAN SHELVES
AN ENDURING TREND
KEY TAKEAWAYS
INNNOVATION
25
KEY TAKEAWAYS
Broken out of Sports Nutrition
Protein is now Mainstream in Western Europe!
EDUCATION
RISK MANAGEMENT
…but Trend Management is a Must
© Euromonitor International
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KEY TAKEAWAYS
Final Thought: Feedback Loop with Sports Nutrition
Sports
Nutrition
© Euromonitor International
Foods
CONTACT DETAILS
ALEXANDER KOTTKE
Analyst
Tel: +44 (0) 207 251 8024 ext. 1562
[email protected]